- 1 Has Basque roots and resides in Spain
- 2 Bilbao, Spain, native
- 3 Attended Central Michigan University as an undergraduate student
- 4 I attended Ohio State University for four years.
- 5 Graduated from the Cox Business School
- 6 Is well-versed in air travel.
- 7 It’s okay if you’re not the most flashy person in the room.
- 8 He’s Had a Decline in Personal Reputation in the Last Few Years
- 9 Hired to Improve Efficiency at British Airways
- 10 Admits to Being Preoccupied with His Own Survival Immediately
The CEO of British Airways is Alex Cruz. His name has recently been in the headlines because of a contentious proposal he has put out that calls for the elimination of 12,000 jobs as well as other cost-cutting measures. However, this isn’t the first time that Cruz has had a public relations issue.
Has Basque roots and resides in Spain
Cruz’s ethnicity is unique in that he is Basque. It is important to note that the ancient Vascones and Aquitanians are the shared ancestors of the Basques, in case you are not aware with this European ethnicity. There are several of them in the Autonomous Communities of Navarre and the Basque Country. There are three French provinces in southern France that are home to the Basque homeland: Lower Navarre; Labourd; and Soule. Basques may be found all over the world, including in the United States, Canada, and many other places.
Bilbao, Spain, native
Alex Cruz was born in the largest city in the Basque Country and all of northern Spain, Bilbao, which is maybe no surprise. Founded in the early 14th century, it has been a major economic centre ever since due of its location as a port for the iron mined in the surrounding area. Eventually, Bilbao developed into a major industrial city before transitioning to a service-based economy in the mid-1990s.
Attended Central Michigan University as an undergraduate student
Alex Cruz eventually decided to attend Central Michigan University in Mount Pleasant, Michigan. There are a lot of students at the institution. There are, however, tens of thousands of students who are enrolled in classes entirely over the internet.
I attended Ohio State University for four years.
Ohio State University is located in Columbus, OH, where Cruz later earned a Master of Science degree. It should come as no surprise that this school was originally known as the Ohio Agricultural and Mechanical College, which specialised in agricultural and mechanical fields. However, Rutherford B. Hayes, who is better known as the 19th President of the United States, expanded on it and made it far more thorough.
Graduated from the Cox Business School
As a child, he had an interest in mechanical engineering. However, he completed an executive education programme at Southern Methodist University’s Cox School of Business, which was probably designed to enhance his ability to perform the tasks and obligations of senior management while minimising the impact on his career.
Is well-versed in air travel.
Before becoming CEO of British Airways, Alex Cruz had extensive airline expertise. For example, he worked with American Airlines for approximately a decade. That was followed by the creation of Clickair, which was later amalgamated with another Spanish low-cost airline, Vueling, resulting in the re-branding of all of its services as such. Cruz continues to serve on the board of directors of Vueling to this day.
It’s okay if you’re not the most flashy person in the room.
Alex Cruz isn’t the most charismatic person in the world. Taking public transit to work is a good illustration of his personal preferences, which is considered as a pretty lowly mode of transportation for a CEO of a well-known firm. On top of that, Alex Cruz has been described as someone who loves to dine in a less formal setting than London’s flashy restaurants and who lives in a “not gaudy” home.
He’s Had a Decline in Personal Reputation in the Last Few Years
In the aviation sector, it appears that Alex Cruz was formerly considered as a charming guy who was well-liked by many colleagues. For example, his staff surprised him by placing his name on an Airbus A320 in honour of his 50th birthday, which shows a decent bit of respect on their side. As a result of his previous triumphs, Alex Cruz was considered as a rising star in the aviation sector. Unfortunately, the present is more important than the past, which has left his personal reputation in a considerably worse state than before his time at the head of British Airways. Many people dislike him right now, in part because of his recently announced agenda but also because of his poor public relations. This is worth emphasising.
Hired to Improve Efficiency at British Airways
Alex Cruz was brought on board to improve operational efficiency at British Airways. Considering the airline’s shift toward being a budget carrier, even tiny reductions can have a big impact on profit margins. When it comes to their products and services, there is a limit to how much firms can reduce without sacrificing quality, which is precisely what occurred with British Airways. A lot of passengers aren’t happy with the changes that have been made to the service, which has made CEO Cruz less interested in interacting with them.
Admits to Being Preoccupied with His Own Survival Immediately
Alex Cruz’s announcement that he plans to remove 12,000 jobs and undertake other cost-saving measures sparked the most current PR crisis. Alex Cruz has been obliged to answer as a result of the widespread outcry this has sparked. As he sees it, the actions are necessary to safeguard British Airways’s immediate survival as well as to place it in a competitive position whenever normalcy returns. Something that might take a long time to happen. Claims that he is employing a “fire and rehire” tactic are at the heart of Cruz’s case.
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